Mobile Bootcamp Closing Keynote: "Creating Emotional Moments on Mobile"

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Mobile Bootcamp Closing Keynote: "Creating Emotional Moments on Mobile"

  1. 1. Kiip: Creating Emotional Moments on Mobile
  2. 2. C AU G H T U P I N T H E M O M E N T
  3. 3. This is a story about moments. It starts with a moment of inspiration.
  4. 4. Moments, abused.
  5. 5. Acknowledgment and reciprocity was the key.
  6. 6. Acknowledgment and reciprocity was the key.
  7. 7. Fast Company’s Top 50 Most Innovative Companies in the World (WE BEAT MICROSOFT!)
  8. 8. Soon, we found moments everywhere. 510 million of them per month. 1,500 apps integrated. 75 million devices each month. 39 million rewards delivered per month.
  9. 9. Our evolution: what other moments were in a consumer’s day?
  10. 10. Our evolution: what other moments were in a consumer’s day?
  11. 11. It wasn’t just about a reward. It was about feeling acknowledged.
  12. 12. COUPONS CREDITS VIRTUAL CURRENCY INFLUENCER REWARDS ACCESS BRANDED TIPS EXCLUSIVE CONTENT FEATURES EXTERNAL POINTS It wasn’t just about a reward. It was about feeling acknowledged.
  13. 13. Terms & Privacy Here’s a reward for Unlocking an Achievement Enter your email
  14. 14. A Reward from Campbells April 26, 2013, 12:44 PM
  15. 15. A Reward from Campbells April 26, 2013, 12:44 PM Here’s a reward for Unlocking an Achievement
  16. 16. A Reward from Campbells April 26, 2013, 12:44 PM
  17. 17. 10.5% of those shown a reward claim it with an e-mail.
  18. 18. 10.5% of those shown a reward claim it with an e-mail.
  19. 19. have completed a to-do list. women have logged a run. moms have bookmarked a recipe in Austin, Texas.
  20. 20. 23,454 have completed a to-do list. women have logged a run. moms have bookmarked a recipe in Austin, Texas.
  21. 21. 23,454 have completed a to-do list. 6,545 women have logged a run. moms have bookmarked a recipe in Austin, Texas.
  22. 22. 23,454 have completed a to-do list. 6,545 women have logged a run. 36   moms have bookmarked a recipe in Austin, Texas.
  23. 23. Why moments?
  24. 24. “ Twitter is a series of ‘now’ moments, while there are other platforms that are about yesterday's moments. Marketing is all about owning the ‘now’ moment. - Adam Bain, CRO, Twitter
  25. 25. MOBILE SEARCHDRIVES CONVERSIONS MOMENTS UNDERSTANDING HOW MOBILE Mobile search is always on, happening on the go, at home and at work 77% of mobile searches occur at home or work; 17% on the go Mobile Search Ads Shopping queries are 2x more likely to be in store Mobile searches drive valuable outcomes for businesses 3 of 4 mobile searches trigger follow-up actions 36% 25% Actions triggered by mobile search also happen very quickly 55% of conversions (store visit, phone call or purchase) happening within an hour
  26. 26. MORNING LOGGED workout FINISHES to-do list G TE NI N RN REVIEWS new recipe AF EVE WATCHES new show OO N ACHIEVES high score MAKES playlist Mobile is a series of moments.
  27. 27. We live in moments. We consume in moments. We want things now.
  28. 28. We live in moments. We consume in moments. We want things now.
  29. 29. Understanding and pinpointing emotion.
  30. 30. Understanding and pinpointing emotion.
  31. 31. PMT Precision Moments Targeting V D V D
  32. 32. PMT Precision Moments Targeting TE G HISTORICAL REDEMPTION RE-REWARDING AF NI N RN EVE OO N MORNING UNIQUE INSIGHTS DEFINING MOMENTS TO OWN TIMELINESS TIME-OF-DAY, MINDSET, FREQUENCY V D V D
  33. 33. Billions of moments, billions of opportunities to delight. A crisis in consumers’ mindsets.
  34. 34. Media Conversion CRM/Loyalty Data Moments Social Content/Creative Doing more with the moment.
  35. 35. Building loyalty in the moment.
  36. 36. Building loyalty in the moment.
  37. 37. Moments off the device.
  38. 38. Looking beyond: moments off the device. The right reward for the right moment.
  39. 39. Looking beyond: moments off the device. The right reward for the right moment.
  40. 40. Doing it right.
  41. 41. Serendipity, surprise, delight, and respect.
  42. 42. It’s about being human.
  43. 43. SPORTS JFDI CELEBRATION COOKING PRODUCTIVIT Y WHAT’S YOUR MOMENT? DINING WINNING SOCIAL UNPARALLELED WINNING BEAUT Y GOALS CLUMSY
  44. 44. brian@kiip.com twitter.com/brian_wong www.kiip.com

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